VentureBeat:

Starting today and available to all iPhone users next week, you can talk to Amazon’s intelligent assistant Alexa while using the Amazon app.

Naturally, the voice assistant is able to shop and track packages, but it can also do most of the things Alexa can do, like tell a joke, give weather updates, and predict the Best Picture at the Academy Awards or the winner of the Super Bowl. It also plays music, controls Internet of Thing (IoT) devices, and grants Amazon app users access to more than 10,000 skills.

The tech media wants to portray this as “taking on Siri” but, because it’s buried inside an app, it’s unlikely to affect Siri usage at all.